Who can write web content for my small business?

The quickest answer is a small creative agency, a small creator, or you. In this article, we will dive deeper into strategies your small business can take to pump out content that impacts your business, what route to take depending on where your small business is, and offer some immediate actionable items. What stage your small business is in will affect what content strategy you should take.

Is it time to outsource your small business’s content strategy?

If a small business is bringing in less than $120k a year, the best option for that business would be to likely have one of the current members take on content marketing. Although this does stack more on the plates of founders, cofounders, or employees, this option will be the best financial decision. Sometimes small business, think that they can hire a videographer or photographer one time and that that will produce fantastic marketing results. The truth? It does not. That being said, if your business is making more than $200k a year, you should be investing in either an out-of-house creative or looking to hire a marketing role within. This may be the second most important role within a small business. This role should be in charge of simply cranking out content and placing them on as many platforms as possible. The key at this level is volume. Make sure whoever is being paid in this position has clear KPIs to follow. If they are not producing daily content, look for the next. At this level, the small business is unlikely to be able to afford someone who has great marketing experience and creative experience. If a small business is making more than $400k annually in revenue, it may be time to begin searching for a creative director, producer, or head of marketing (with experience).

The best option.

Find a creative agency that works with businesses of all sizes and accommodates what your company can afford with results. These may be more difficult to find but they do exist. A creative agency can assist with simply writing scripts or developing concepts to returning assets in the form of photos, graphics, videos, and more. Creative agencies can provide value when it comes to distribution as well. Although, hiring a creative agency will be more costly than contracting an out-of-house creative, results will be provided that actually gain more business.

How to develop an effective content distribution strategy?

1. What are the objectives?

   Is the company looking to increase website traffic, generate leads, engage an audience?

2. Who is that audience?

   The way you produce content and what platforms you push content will be determined by who your demographic is.

3. Create valuable content.

   What is that audiences pain points, questions or interests? Educate your audience, solve their problems, answer their questions.

4. Distribute.

   Distribute on as many platforms as you can. If you have already created the content, why not place it on as many platforms as possible?

5. Optimize.

   Add visuals to your blog posts that you used on Instagram last week. Tailor messaging to specific segments of your audience.

6. Build a content calendar.

   Consistency and volume are key. The best way to establish consistency is by baking it into your daily routine or company calendar.

7. Analyze.

   Use analytic tools built into these social media platforms to see what posts engage more and what your audience truly likes.

8. Iterate.

   
   In Conclusion.

   For businesses earning less than $120k annually, it is recommended to have existing members handle content marketing. As revenue increases to $200k or more, outsourcing to a creative agency or hiring a dedicated marketing role is advised. Once a small business reaches $400k or more in annual revenue, it may be time to consider hiring a creative director or head of marketing. The article emphasizes finding a creative agency that suits the business's budget and provides tangible results. It also highlights the importance of developing an effective content distribution strategy, understanding the target audience, creating valuable content, distributing it across multiple platforms, optimizing it for different segments, maintaining consistency, analyzing engagement, and iterating for improvement.